Your prospects don’t read your arguments — they look for proof Modern marketing rests on a persistent illusion: the belief that prospects make decisions by reading, analyzing, and comparing carefully crafted arguments written by companies. It is a romantic idea, almost naïve, that collapses instantly in real life. A prospect does not study your message....
The Morning Acquisition Routine: 20 Minutes, Three Tools, and a Clear View of Your Market There is a persistent myth in acquisition: the idea that results grow with the volume of actions, as if publishing more content, sending more messages, or posting more updates were enough to fix a weak strategy. The truth is far...
AI Adoption in SMEs: Why Most Companies Have No Strategy Artificial intelligence is entering small and mid-sized businesses faster than any previous technological wave. Content generation, customer support, automation, basic analytics — the adoption curve is steep, enthusiastic, and almost entirely unstructured. Across France, the UK, Europe and the US, the same paradox appears: companies...
The 20-Second Rule: What a Prospect Really Decides When They Land on Your Website When someone lands on a website, there is no warm-up phase, no progressive engagement, no gradual discovery of a brand’s universe. Something far more abrupt happens: the brain delivers a decision. In less than twenty seconds — sometimes ten, sometimes five...
Notion, Trello, ClickUp: how to choose the tool that actually structures your growth In 2025, selecting a productivity tool is no longer an aesthetic choice or a matter of personal comfort, but a strategic decision. Behind these platforms that promise organization, clarity and performance lies a much deeper issue: a company’s ability to structure its...
ChatGPT 5.2 vs Google Gemini 3: the new frontier of artificial intelligence For several years, generative artificial intelligence has become not only a vector of productivity, but a strategic battlefield where two giants — OpenAI and Google DeepMind — compete with technologies that shape the future of business, research, innovation, and even our relationship to...
The role of the website in 2025: less a showcase, more a proof For a long time, websites were approached like polished facades — aesthetic objects meant to reassure at first glance and convince through surface impressions. But in 2025, this perspective has become outdated. Companies that move forward no longer see their website as...
Remote work: threat to company culture or driver of innovation? Remote work is no longer a perk or an exception; it has become a battleground between two opposing visions of the modern company. Some see it as a cultural disaster that dilutes cohesion, creativity and collective energy. Others view hybrid work as a strategic opportunity...
The simple method to predict your competitors’ strategy — using three free tools Most companies assume that competitor analysis requires expensive tools, dedicated analysts or complex dashboards. In reality, three free resources are enough to reveal the strategic backbone of any actor: visibility patterns, acquisition priorities, growth trajectory and even the underlying intent behind their...
Why Your Clients Don’t Understand What You Sell There is a persistent misconception in contemporary marketing that leads thousands of companies to sabotage their own efforts without even realizing it. They believe their problem is visibility, competition or insufficient differentiation, alors that the truth is far more uncomfortable: prospects simply do not understand what they...
